Purpose

This report seeks approval for
the Croydon Infant Feeding Strategy 2024-2029, a five-year
strategic framework designed to improve breastfeeding rates and
infant feeding outcomes across the borough, with particular focus
on reducing health inequalities.
 
Implementation requires
£10,000 of allocated funding from the Department for
Education's (DfE) Start for Life programme, building on the
£10,000 already invested in strategy development. The
strategy is expected to contribute to improved health outcomes,
reduced health inequalities, and potential long-term cost savings
to health and social care services.
 

Content

1.1.       
To approve the Infant Feeding Strategy 2024-2029,
enabling the Family Hubs service to deliver evidence-based infant
feeding support in line with Department for Education
requirements.
 

1.2.       
To approve the allocation of £10,000 from
committed the Start for Life Programme grant funding to deliver the
strategy's recommended actions and interventions across the
borough.
 

1.3.       
To delegate authority to the Corporate Director
CYPE, in consultation with the Lead Member for Children, Young
People and Learning, to oversee implementation and make minor
operational adjustments as required

Reasons for the decision

Strategic
Alignment: The strategy directly delivers
against the Executive Mayor's Business Plan commitment that "every
child and young person in Croydon has the chance to thrive, learn
and fulfil their potential" by addressing fundamental early years
health outcomes.
 
Health
Inequalities: Croydon's breastfeeding
rates remain below national averages, with significant disparities
across communities. The strategy provides targeted interventions to
address these inequalities, focusing on more deprived areas of the
borough.
 
Regulatory
Compliance: Approval enables compliance
with Department for Education funding requirements under the Start
for Life programme and aligns with the Council's statutory duties
under the Childcare Act 2006 to improve wellbeing of young
children.
 
Partnership
Integration: The strategy strengthens
early intervention services that are vital for managing demand on
statutory services through partnership working.
Confidential
 
Evidence-Based
Approach: The strategy was developed
through comprehensive consultation with parents, professionals and
stakeholders, ensuring interventions are grounded in local need and
best practice.

Alternative options considered

Options

Advantages

Disadvantages

Option 1: Deliver the
strategy

The funding allocated will be
used

There are no disadvantages
identified

Option 2: Do Nothing

No additional financial
commitment required

Contrary to Government guidance
and DfE funding terms. Fails to address known health inequalities.
Provides no service legacy for disadvantaged families. Misses opportunity to improve early years
outcomes

Option 3: Approve Strategy but
Not Fund Implementation

Strategy available for future
use when funding identified

Contrary to Government guidance
and DfE funding terms. Strategy becomes ineffective without
implementation. Loses stakeholder engagement and momentum built
during development

Option 4: Approve Strategy with
Reduced Funding

Some progress possible with
limited investment

Insufficient funding likely to
result in partial implementation, reducing effectiveness and
failing to achieve intended outcomes. May hinder stakeholder
relationships and future partnership working.